Costs and payment

With AdWords Express, pay only for the actual clicks and calls that your ad receives.

Your costs may vary from day to day, but you won't be charged more than your maximum monthly budget.

Your payment settings indicate when you pay, and payment methods indicate what you pay with.

How much AdWords Express costs

You'll pay only for clicks or calls from your AdWords Express ads. The total amount that you spend in a month won't exceed your maximum monthly budget.

Click prices (also known as cost-per-click) are dynamic, which means they'll change from instance to instance. The cost of each click depends on many factors, including:

How much competing advertisers in your area are spending

How relevant your ad is to a person's Google search

How likely a person's search will result in a sale

No activation fee

AdWords Express has no activation fee. There may be a minimum transaction amount when you make a manual payment.

Payment settings and payment methods

How you pay: With AdWords Express, you can make payments before your ads show (manual payments) or automatically make payments after your ads show (automatic payments). These are known as payment settings.

What you pay with: This is what you use to pay your costs, such as a credit card, and is known as a payment method. Some payment methods are only available in certain countries, so you might see different options depending on where your business is located.